Under the terms of the agreement, Channel 4 Sales will represent UKTV as its sole advertising sales agent across its full portfolio of services including 10 channels, such as Good Food and Dave, VOD services and websites.
The move follows UKTV’s extensive rebrand of its channels over the last two years and applies to all inventory from 1 January 2011. The deal was negotiated between UKTV’s executive director, business & operations, Julia Jordan and Channel 4’s commercial & corporate development director, Nathalie Schwarz. Ids remains UKTV’s incumbent ad sales agency in 2010.
Jordan says: “Cementing a long term relationship with Channel 4, is a fabulous marriage of complementary brands and cultures representing the highest quality product, leadership and innovation to the market and we look forward to building on ids’ stellar performance.”
Andy Barnes, Channel 4’s director of advertising, adds: “Incorporating UKTV into our existing portfolio will allow Channel 4 to bolster its investment in quality British content and its distinctive public service contribution.”